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7/25/2019 50 Marketing Charts 2015 Percolate
1/60
The 50 Most Important
Marketing Charts of 2015
7/25/2019 50 Marketing Charts 2015 Percolate
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What shou
look out for
Marketing is at an import
marketing strategies, and
a new market for smarter
consumers and brands.
Broken into five sections:
emerging technology, and
an important story about
how executives can prepa
In this collection, we hav
charts that analyze key tr
how marketing is changin
with technology.
Highlights of this collecti
wearables and connected
millennials and their inte
of user-generated conten
7/25/2019 50 Marketing Charts 2015 Percolate
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Mobile
7/25/2019 50 Marketing Charts 2015 Percolate
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Adults use their smartphones to browse the web or use apps on average 5.9 days per week
Daysperweek
0
1
1
2
3
4
4
5
6
6
7
TV Radio PC Smartphone
Adults
Source: Nielson
Adults Use Their Smartphones More Than All Other Devices
7/25/2019 50 Marketing Charts 2015 Percolate
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Millions
0
7
14
21
28
35
42
49
56
63
70
18-24 25-34 35-44 45-54 55-64 65-75
Stream Music Play Games Stream TV or M
Survey: In the last week, which of the following activities did you use your device for?
And They Use Them to Stream Music and Play Games
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
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HoursperDay
0
3
6
9
12
2010 2011 2012 2013 2014
TV Other Connected Devices
Time spent on screens by orientation (Hours/Day), USA, 2010-2015
Vertical Viewing Is Replacing Horizontal
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
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SmartphoneDesktopTablet
52% Internet users surveyed use smartphones as primary device to discuss events worldwide
Mobile Is the First Screen for Sharing Current Events
20%
52%
28%
Source: eMarketer
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USD(
$B)
5
8.333
11.667
15
18.333
21.667
25
2015E 2016E 2017E 2018E 2019
2019
Peoples increasing reliance on their mobile devices to conduct major internet queries will quickly push up spending on mobilesearch and cannibalize desktop search spending
Mobile Search Will Soon Eclipse Desktop
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
9/60
My smartphone never leaves my side, night or day
When I wake up, the first thing I do is reach for my smartphone
I spend more than two hours every day using my smartphone
In the next five years, I believe everything will be done on mobile devices
Millions
0 10 20 30 40 50 60 70
87% of millennials say my smartphone never leaves my side
Millennials Love Their Smartphones and Cant Live Withou
Source: Mary Meekers 2015 Internet Trend Reports
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At least once a day
Every other day
At least once a week
Once a month
Never
Unsure
0% 5% 10% 15% 20% 25% 30% 35% 40
Survey: How often do you use a camera or video function on your smartphone?
Millennials Use Their Smartphone Cameras Daily
Source: Mary Meekers 2015 Internet Trend Reports
7/25/2019 50 Marketing Charts 2015 Percolate
11/60
Pictures/video to post on social media
Pictures of things to do later
Photos of check to deposit via banking app
Pay bills
Other
Not sure
0% 8% 16% 24% 32% 40% 48% 56%
Survey: What do you use your smartphone camera for?
And Most Millennials Use Smartphone Cameras To Post To
Source: Mary Meekers 2015 Internet Trend Reports
7/25/2019 50 Marketing Charts 2015 Percolate
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3
6
9
12
15
18
21
24
27
30
2014 2015
More consumers are turning to their mobile devices to watch video content
Mobiles Share of Online Video Viewing is Growing
Source: Mary Meekers 2015 Internet Trend Reports
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NumberofApps
0
4
8
12
16
20
24
28
32
36
40
2011 2012 2013
Facebo
The top five apps for US smartphone users are Facebook, YouTube, Maps, Pandora, and Gmail
People Are Spending More Time in The Same Mobile Apps
Source: BI Intelligence
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$0
$0.5
$1
$1.5
$2
$2.5
$3
Technology Finance Local travel Social Entertainment Retail G
App category has a large impact on how much users are willing to spend on a download
AndTech and Finance Mobile Apps Are What People Will Pa
Source: BI Intelligence
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%o
fRespondents
0
10
20
30
40
50
60
70
80
90
100
Geofencing Mobile Advertising Geotargeting Mobile Search Mobile barcode Mobile app
Currentl
Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide Q3 2014
More Companies Have Mobile Websites Than Apps
Source: eMarketer
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GlobalInternetAdvertising(B)
15
30
45
60
75
90
105
120
135
150
2009 2010 2011 2012 2013
Desktop Ad
Mobile is growing at 34% year-on-year as a share of global internet advertising
Internet Advertising Is Increasingly Mobile
Source: Mary Meekers 2015 Internet Trend Reports
7/25/2019 50 Marketing Charts 2015 Percolate
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Yes
No
Yes, on desktop
Yes, on mobile
Yes, on tablet
0% 7% 14% 21% 28% 35% 42% 49% 56%
Survey: Do you regularly use ad-blocking software?
People are Less Likely to Block Ads on Mobile Than Desktop
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
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0%
0.2%
0.4%
0.6%
0.8%
1%
Zipcode Based Geo-Fence Ge
Click through rate (CTR) of mobile display advertisements is twice the industry benchmark (0.40%)
Geo-Targeted Ads Do 2x Better Than Non-Targeted Campaign
Source: Local Search Association, LSA Insights Database, January 2015
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0
13
26
39
52
65
78
91
104
117
130
Consumer Packaged Goods Digital Content
Year on Year Growth of E-commerce Sales by Purchase Device, US 2014/13
Mobile is Driving E-Commerce for Consumer Goods
Source: BI Intelligence
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Billions
$0
$32.5
$65
$97.5
130
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q
YoY Growth
Alibaba Global Gross Merchandise Volume - Mobile shoppers accounted for 51% of all spending
Especially on Chinese Retailer Alibabas E-Commerce Mark
Source: BI Intelligence
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$Millions
0
40,000,000
80,000,000
120,000,000
160,000,000
200,000,000
2014 2015E 2016E 2017E 2018E
5 year CAGR = 52%
US consumers who made a mobile in-store payment during the year
Mobile Payments Will Explode By 2019
Source: BI Intelligence
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Social Media
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Share
ofTotalTrafficReferrals(%)
0
5
10
15
20
25
January February March April May June July August Septemb
Select websites, desktop and mobile, January 2014November 2014
Social Medias Share in Internet Traffic Rose in 2014
Source: BI Intelligence
14%
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Millionso
fPhotosUploadedandSharedDaily
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2008 2009 2010 2011 2012 2013
Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion
1.8 Billion Photos Are Shared Daily
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
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0%
8%
16%
24%
32%
40%
48%
56%
64%
72%
80%
Facebook LinkedIn Pinterest Instagram
2012
Pinterest and Instagram gained in adoption over the last year
Image-focused Social Networks Have Grown the Fastest
Source: BI Intelligence
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BillionsofVideoViewsperDay
0
1
2
3
4
5
Q3: 14 Q4: 14 Q
Facebook Video Views per Day
More Than Half Of Facebook Video Views Come From Shares
Source: BI Intelligence
7/25/2019 50 Marketing Charts 2015 Percolate
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FollowerGrowthRate
0%
45%
90%
135%
180%
225%
270%
315%
360%
405%
450%
Beauty Apparel Big Box Electronics
The average retailer on Instagram has 300,000 followers, and apparel is the most popular
More People Follow Retail Brands On Instagram Than Facebo
Source: BI Intelligence
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Food/Ingredients
Home
Hair & Beauty
Health & Fitness
Clothing & Accessories
Total
0% 7% 14% 21% 28% 35% 42% 49% 56
Product categories for which Pinterest has helped with purchase decisions according to US active Pinterest users, March 2015
Pinterest Helps Users with Purchase Decisions
Source: eMarketer
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PercentageofMarketingBudget
0
5
10
15
20
25
Current Levels Over Next 12 Months
13.5%
9.9%
In the next five years, social media will account for almost 25% of marketing budgets
CMOs to Increase Spend on Social Media by 2020
Source: The CMO Survey by the Fuqua School of Business of Duke University
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Billions
0
800
1600
2400
3200
4000
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14
Advertising (non-mobile)
Mobile Advertising
Payments and fees
Facebooks non-mobile ad revenue is declining, as mobile users dominate the social networks user base
Most Of Facebooks Ad Revenue Comes from Mobile
Source: BI Intelligence
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Per
centageofRevenueGenerated
1Q 2012 2Q 2012 3Q 2012 Q4 2012 3Q 2013 Q4 2013 Q1 2014
Google+
Other
Share of Social Generated E-Commerce Revenue (Global)
Facebook Is The Leader in Generating E-Commerce Revenue
Source: BI Intelligence
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32/60
MonthlyActiveUsers
0
250
500
750
1000
1250
1500
1750
2000
2250
2500
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14
Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Big 4 Social Networks
Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps
Messaging Apps Have Caught Up to Social Networks
Source: BI Intelligence
d h h d l d
7/25/2019 50 Marketing Charts 2015 Percolate
33/60
MillionsofUsers
0
100
200
300
400
500
600
Oct 10 Dec 11 Feb 12 Jul 12 Sep 12 Oct 12 Jan 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13
LINE WhatsApp
It will likely reach 1 billion users this year
And WhatsApp Is The Most Widely Used Messaging App
Source: BI Intelligence
M di C
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34/60
Media + Content
US A d Chi Will S d Th M O Ad i i I 2015
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35/60
0
20
40
60
80
100
120
140
160
180
200
US China Japan Germany
Total Media
Top 5 Countries Ranked By Media, Digital, and Mobile Internet Ad Spend, 2015
US And China Will Spend The Most On Advertising In 2015
Source: BI Intelligence
Ad ti S di ( d M ki ) L T diti l Ch
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$
Billions
0
25
50
75
100
2015E 2016E 2017E 2018E 2019E
Search
Digital Ad Revenue by Format (US)
Advertisers are Spending (and Making) Less on Traditional Ch
Source: BI Intelligence
P g ti Ad S di g D bl d L t Q t
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$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14
AOL Third party Platforms
Rocket Fuel
Rubicon Project
Criteo
Programmatic Advertising Revenue (Global), Selected Companies
Programmatic Ad Spending Doubled Last Quarter
Source: BI Intelligence
Digital Video Ad Spending is Ahead of Most Categories
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%ofAdSpend
-3
2.6
8.2
13.8
19.4
25
Digital Total Search Display Video Social Traditional Total TV Radio Newspape
Digital video ad spending is rising faster than search and display (U.S. CAGR, 2015-2020)
Digital Video Ad Spending is Ahead of Most Categories
Source: BI Intelligence
Native Advertising Will Explode in 2015
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Revenue
($Billions)
0
2.5
5
7.5
10
12.5
15
2013 2014 2015 2016 2017
Native Style Display
Social native ads will account for the largest share of native ad revenue
Native Advertising Will Explode in 2015
Source: BI Intelligence
But Google Advertising is More Valuable to Brands than Soci
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Annualized Advertising Revenue Per User (Based on Q1 2014 Data)
0 5 10 15 20 25 30 35 40
Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter
But Google Advertising is More Valuable to Brands than Soci
Source: BI Intelligence
The Worlds Largest Ad Agency Spent 4x as Much on Google T
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Millions(USD)
$0
$600
$1,200
$1,800
$2,400
$3,000
Google Facebook Yahoo Twitter
WPP Digital Media Spending (Global), Selected Companies
The World s Largest Ad Agency Spent 4x as Much on Google T
Source: BI Intelligence
Improving Leads Is Priority For B2B Marketers
7/25/2019 50 Marketing Charts 2015 Percolate
42/60
Improve lead nurturing
Improve lead quality
Increase lead generation
Increase sales revenues
Improve performance measurement
Increase customer acquisition
Improve marketing-sales alignment
Improve marketing production
Reduce sales cycle
Increase customer retention
0% 10% 20% 30% 40% 50% 60% 70%
Survey: What are the key marketing automation objectives your company is trying to pursue?
Improving Leads Is Priority For B2B Marketers
Source: eMarketer
Blogging is the Most Important Content For B2B Marketers
7/25/2019 50 Marketing Charts 2015 Percolate
43/60
BlogginVisualVideosPodcas
Survey: Select the single most important form of content for your business
Blogging is the Most Important Content For B2B Marketers
Source: eMarketer
2%
45%
19%
34%
And Most B2B Marketers Publish New Content Daily
7/25/2019 50 Marketing Charts 2015 Percolate
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DailyMultiple times per wWeeklyMultiple times per mMonthlyLess than Once perUnsure
Survey: How often does your organization publish new content that supports its content marketing program?
And Most B2B Marketers Publish New Content Daily
Source: 2015 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs
2%
16%
26%
17%
19%
12%
8%
Website Traffic Is The Most Important Metric for B2B Market
7/25/2019 50 Marketing Charts 2015 Percolate
45/60
Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales
Sales Lead Quality
SEO Ranking
Time Spent on Website
Inbound links
Qualitative feedback from customers
Subscriber Growth
0% 7% 14% 21% 28% 35% 42% 49%
Survey: What is the most important metric of B2B content marketing success?
Website Traffic Is The Most Important Metric for B2B Market
Source:2015 B2B Content Marketing Trends - North America: Content Marketing
User Generated Content Topped Video Uploads In The Last M
7/25/2019 50 Marketing Charts 2015 Percolate
46/60
BillionsofVideos
0
25
50
75
100
Youtube Vine F
Brand Videos Media Companies Influencers (+250K
Who uploaded the top 100 videos to content platforms in the last month?
User Generated Content Topped Video Uploads In The Last M
Source: Mary Meekers 2015 Internet Trend Reports
Netflixs Subscriber Growth Highlights Importance Of Origin
7/25/2019 50 Marketing Charts 2015 Percolate
47/60
0
10000
20000
30000
40000
50000
60000
70000
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Domestic
International
as online streaming hubs start to look more like traditional media
Netflix s Subscriber Growth Highlights Importance Of Origin
Source: BI Intelligence
Emerging Technologies
7/25/2019 50 Marketing Charts 2015 Percolate
48/60
Emerging Technologies
The Internet Of Things Will Be The Worlds Largest Device M
7/25/2019 50 Marketing Charts 2015 Percolate
49/60
BillionsofDevices
2013 2014 2015E 2016E 2017E 2
Personal ComputersSmartphonesTabletsConnected/Smart TVsWearablesConnected CarsInternet Of Things
5 year CAGR =35%
The IOT market will soon be larger than PC,tablet & smartphone markets combined
g g
Source: BI Intelligence
And Mobile Will Help Us Control Most of it
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50/60
BillionsofDevices
0
2,400,000,000
4,800,000,000
7,200,000,000
9,600,000,000
12,000,000,000
2013 2014 2015E 2016E 2017E
Personal Computers (Desktop And Notebook) Smartphones Tablets Connected/Smart TVs
IoT Controller Forecast, 2013 - 2019
p
Source: BI Intelligence
The IoT Field is Wide Open for New and Old Tech Companies
7/25/2019 50 Marketing Charts 2015 Percolate
51/60
Revenue
($10B)
0
12
24
36
48
60
2014E 2015E 2016E 2017E 2018E
Estimated IoT Revenue, 2014-2019
p p
Source: BI Intelligence
More Than Half the Cars on the Roads will Be Connected by 20
7/25/2019 50 Marketing Charts 2015 Percolate
52/60
$Millions
0
10
20
30
40
50
60
70
80
90
100
2013 2014 2015 2016 2017 2018 20
Global Cars Shipped
Connected Car Shipments Forecast, Global
Source: BI Intelligence
High-Income Households Are More Likely to Use Smart Devic
7/25/2019 50 Marketing Charts 2015 Percolate
53/60
Household
Income
0
$40,000
$80,000
$120,000
$160,000
$200,000
Use Wearable Device Use Smart Home Device Use Smart Entertainment Device Do
Americans who currently use smart devices earn twice as much income as those who don't
Source: BI Intelligence
Virtual Reality: Demand For Smartphone-Tethered Headsets T
7/25/2019 50 Marketing Charts 2015 Percolate
54/60
Millions
0
5
10
15
20
25
30
2014 2015 2016 2017 2018
S
G
Beyond gaming, VR will be an important platform for streaming content and shopping
Source: BI Intelligence
Brands + Agencies
7/25/2019 50 Marketing Charts 2015 Percolate
55/60
Brands + Agencies
Marketing is Becoming a Key Pillar of the C-Suite
7/25/2019 50 Marketing Charts 2015 Percolate
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Months
0
10
20
30
40
50
2005 2006 2007 2008 2009 2010 2011 2012
The average CMO tenure has risen from two years to almost four
Source: Spencer Stuart
Analytics, Digital, and Mobile Will Change Most By 2020
7/25/2019 50 Marketing Charts 2015 Percolate
57/60
Analytics skills will be a core competence of marketing
Digital budgets will acount for more than 75% of the marketing budget
Mobile will account for over 50% of the marketing budget
Marketing will become more of an on-demand information provision function
Marketing, Sales and Customer Service will be merged into a single function
Earned media will be more important and receive more support than paid and owned media
Marketing and IT will be merged into a single function
CMOs will be the most important relationship for CEOs, surpassing the CFO
We will be known as a digital company
0% 5% 9% 14% 18% 23% 27%
CMOs predict the areas of fundamental change for marketing over the next 5 years
Source: Accenture Interactive
Marketers Are Cutting Back on Digital Agencies
7/25/2019 50 Marketing Charts 2015 Percolate
58/60
0
1
2
3
4
5+
2014 2015
Number of agencies that touch digital efforts at their company, according to client side marketers worldwide
Source: eMarketer
13%12%
9%
17%
26%
23%
2
10%
14%
15%
32%
2%
Millennials Are A Rich Resource for Brand Advocacy
7/25/2019 50 Marketing Charts 2015 Percolate
59/60
0%
10%
20%
30%
40%
50%
Text Messaging Social Media Instant Messaging
Millennials
Survey: Which of the following do you use routinely to communicate about brands, products, and services?
Source: BI Intelligence
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Percolate is the system of record for marketing.
Our technology helps the world's largest and fastest-growing
brands at every step of the marketing process.
Want to learn more?
Contact [email protected] for more information
or request a demo today atpercolate.com/request-demo
Mihika Barua
Mihika Barua is a junior associate on Percolates
Integrated Marketing Team.
http://percolate.com/request-demomailto:[email protected]